I always wondered whether the phrase was "content is king" or "content is key".
But in this new world of an inverted content creation curve, I would argue that authentic, real content is key. And king.
So how do we know if someone is being authentic? With all the polishing and assistance and generative (therefore derivative) content starting...is it something that makes mistakes? But have we created a digital society that is intolerant to mistakes? Even influencers and podcasts have to produce and script spontaneity and try and make things look serendipitous. The #ad tag quickly emerges.